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European Journal of Social Sciences – Volume 5, Number 3 (2007) But more than one celebrity has no effect on consumer perception when they appear in high involvement product or service ads. The results showed that there is no significant difference in consumer perception for single celebrity and multiple celebrity ads for high involvement product or service. As for high involvement product or service ad the argument in that ad is more important for consumer compare to the celebrities in that ad. Consumer attitude is influenced by the argument not due to number of celebrities in that ad (Kahle & Homer, 1985). The results from this research supported the Elaboration Likelihood theory (Petty and Cacioppo, 1981) and Social Adaptation theory (Kahle, 1984; Kahle & Timmer 1983) according to which for low involvement product or service ad celebrity is a good option but for high involvement product or service ad the argument is more important to influence consumer attitude. This research could be a good extension of knowledge on celebrity endorsement as consumer perception remain same when we have one celebrity or when we have multiple celebrities in high involvement product ads so for advertiser and marketers of high involvement product or service argument should be of prime concern compare to number of celebrities in an ad. While for low involvement product and services multiple celebrities’ endorsement can play its magic but two points should be considered before going for more than one celebrity in an ad. First matching the celebrity with the compatible meaning which the brand is or product is using as multiple celebrities can lead to confusion about the brand identity (Erdogan & Baker, n.d., p.13). Second the target market should be divers enough because for diverse target market more than one celebrity are required to cater all of them (Hus & McDonald, 2002) Limitation and Recommendation The primary limitations are related to the generalization of the research results. The first issue is related to the sample, as student sample has limited external validity which limits the generalization of the results (Lynch, 1982). Second generalization issue is related to the stimulus, ads which were used as a stimulus were all female celebrities ads, male celebrities ads and males and female celebrities ads may produce more constructive results. The future research can use electronic media ads as stimulus. Because electronic media ads can effect consumer perception differently compares to print media advertisements. 130
European Journal of Social Sciences – Volume 5, Number 3 (2007) References [1] Agrawal, J. & Kamakura, W., A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 59(3), 56-63. [2] Atkin, C., & Block, M. (1991). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(2), 57-61. [3] Barry T.E. (1993), Twenty years of comparative advertising in the United States, International Journal of Advertising, 12(4), 325-350. [4] Choi Y. K. and Miracle G. E., (2004), The effectiveness of comparative advertising in Korea and the United States, Journal of Advertising, 33(4), 75-87. [5] Chaiken, Shally, (1979), “Communication Physical Attraction and persuasion”, Journal of Personality and social Psychology, 37 (August), 1387-1397. [6] Erdogan, B.Z. and Baker, M.J. (n.d.) Celebrity-endorsement: advertising agency managers’ perspective. Avialable from: http://www.execusports.com/br4.htm. [7] Freiden, J.B. (1984), "Advertising spokesperson effects: an examination of endorser type and gender on two audiences", Journal of Advertising Research, Vol. 24 No.5, pp.33-41. [8] Friedman, H., H., Santeramo, M., J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6, 291-299 [9] Friedman, H., H., & Friedman. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71. [10] Hsu, C.K. and McDonald, D. (2002) An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, Vol. 11, No. 1, pp. 19-29. [11] Kahle, L., & Homer, P., M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11, 954-962. [12] ______, (1982), Attitude and social Adaptation: A Person-Situation Interaction Approach, Oxford: Pergamon. [13] ______, and Timmer, S. G., (1983), “ A theory and a method for studying values”, in Social Values and social change: Adaptation to life in America, ed. Kahle, L., New York: Praeger. [14] Kamins, M.A., Brand, M.J., Hoeke, S.A., Moe, J.C., 1989. Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility. Journal of Advertising, 18(2), 4–10. [15] _______, & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11, 569-586. [16] Kelley, H.H (1967), "Attribution theory in social psychology", in Levine, D (Eds),Nebraska Symposium on Motivation, University of Nebraska Press, Lincoln, NE, pp.192-238. [17] Lynch, J.G., (1989), on the external validity of experiments in consumer research, Journal of Consumer Research, 9(3), 225-239. [18] McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-322. [19] Miciak, A., R. & Shanklin, W., L.(1994). Choosing celebrity endorsers. Marketing Management, 3(3), 50-60. [20] Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing, 18, 318-332. [21] Ohanian, R. (1991). The impact of celebrity spokespersons. perceived image on consumers. intention to purchase. Journal of Advertising Research, 31(1), 46-54. [22] Osgood, C., E., Suci, G., J., & Tannenbaum, P., H. (1957). The measurement of meaning. Urbana, IL: Richard D. Irwin, Inc [23] Petty, R. E., Cacioppo, J. T. and Schuman, D. (1983), “Central and peripheral Routes toAdvertising Effectiveness: The Moderating Role of Involvement”, Journal of Consumer Research Vol. 10, pp.135-146. 131
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